Monitoring and evaluating social marketing and social mobilization program, Slides of Communication and Development studies

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MONITORING AND

EVALUATING SOCIAL

MARKETING AND

SOCIAL

MOBILIZATION

PROGRAMS

MONITORING VIS-À-VIS EVALUATION Monitoring and Evaluation use similar data and data resources the main difference is the purpose of the data. In monitoring data are use to refine ongoing activities. In evaluation data are used to evaluate the interventions.

MONITORING INDICATORS

Indicators for performance include intended audience, service volume, and resource use. Quantitative data collection such as intervention reports, can explain exchange in program activities and effectiveness. Survey show a correlation between media use and increase awareness an d knowledge.

• (^) Information can be quickly processed and feedback provided to prevent possible disasters in program implementation.
• (^) Record forms can be simplify and paper works.
• (^) Data accuracy can be improved.
• (^) Analysis and dissemination of result can be facilitated.

Advantage of having a few indicators

EVALUATIONS

2. Effects of communication can be felt after either a short or a long time.
3. Communication may have both intended and unintended.
4. Communication is not only and independent function but also a part of other program function. Bertrand and Kincaid (1996) defined evaluation as the systematic application of scientific procedure to assess the conceptualization, design, implementation, impact and cost-effectiveness of social interventions.

Lest evaluation of communication program sounds like it useless exercise, consider eight criteria that would help us determine wether Or not the intervention was responsible for the outcome [ Bertrand and Kincaid 1997; Mohr 1992; Hill 1971; Schlesselman 1982 (in Philippines SCOPE 1995] IMPACT EVALUATION CRITERIA

EVALUATION DESIGNS METHODS

1. Randomized control group design
2. Pretest and post test ( no control group)
3. Post test control group ( no pretest)
4. One group, before after longitudinal design with statistical control
5. Interrupted times series
6. Posttest only
7. No evaluation

SOME OF USEFUL REMINDERS ABOUT EVALUATION

• (^) Budget for Evaluation
• (^) Choice of Evaluation Methodology
• (^) Theory Driven Design
• (^) Collaboration and dissemination of Findings